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I&B Ministry hikes govt print ad rates by 26%; introduces premiums for colour, preferential ad placements
Revised rate structure aims to bolster print publishers with higher B&W base rates and new incentives for colour ads and premium positioning. The rates were last revised by the Ministry in 2019.
Higher rates for government advertisements will provide essential revenue support to print media, especially in an era of competition from various other media platforms and in view of the escalation in cost in the last few years.
The government has decided to revise the rates of advertisement by 26% for print. The media rates for print media per sq.cm. for one lakh copies of dailies in the black and white advertisement have been enhanced from Rs. 47.40 to Rs. 59.68, an increase of 26%.
The Ministry of Information and Broadcasting has also agreed to the recommendations of the Committee relating to premium rates to be offered for colour advertisements, preferential positioning.
Central Bureau of Communication (CBC) is a nodal Media Unit under the Ministry of I&B for undertaking publicity campaigns on behalf of various Ministries/Departments of the Government of India in various media vehicles, including Print media, empanelled with CBC for this purpose.
The rates for release of advertisements in Print media by CBC were last revised by the Ministry on the basis of the recommendations of the 8th Rate Structure Committee (RSC) on January 9, 2019, which were valid for a period of three years.
Committee Evaluates Print Media Costs
The 9th Rate Structure Committee under the chairmanship of AS&FA (I&B) was constituted on 11th November, 2021 for making recommendations regarding revision in rates for Government advertisements in print media.
The Committee during its proceedings between November, 2021 and August, 2023 considered the representations from various newspaper associations of small, medium and big category newspapers viz. Indian Newspaper Society (INS), All India Small Newspapers Association (AISNA), Small-Medium-Big Newspapers Society (SMBNS) and other stakeholders. The Committee also deliberated on the various parameters having an impact on the rates of advertisements in print media, such as WPI inflation in respect of Newsprint, wage, rate of inflation, trend of imported newsprint prices, processing cost, etc. The Committee submitted its recommendations on 23 September, 2023.
Boost Revenue and Reinforce Print Media Ecosystem
Increasing the rates for Government advertisements in print media will yield several significant benefits, both for the government and the media landscape. Higher rates for government advertisements will provide essential revenue support to print media, especially in an era of competition from various other media platforms and in view of the escalation in cost in the last few years. This can help sustain operations, maintain quality journalism, and support local news initiatives. By boosting financial stability, print media can invest in better content, thereby serving the public interest more effectively.
The upward revision in advertisement rates can align with broader trends in media consumption. By recognizing the value of print media in a diversified media ecosystem, Government can better target its communications strategies, ensuring that they reach citizens effectively across various platforms.
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